Samsung redefines TV watching in immersive new ad

Samsung is inviting in a new era of AI TV in its latest ad for the Neo QLED 8K TV. 

Following up the brand's 2023 "More wow than ever" campaign, the ad brings the TV's capabilities to life through the story of a couple whose everyday viewing is transformed into an epic audiovisual experience. 

It aims to invite audiences worldwide to redefine their home entertainment experiences and position the Samsung Neo QLED 8K TV with AI Upscaling as not just an advancement in technology, but also, a new era in emotional and immersive viewing. 

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The ad starts with a couple watching a football match on TV before being pulled into a football stadium where they become part of the match. Later, viewers are transported to a scene of the man desert mountain biking only to reveal he was exercising in the living room. 

It suddenly begins to rain in the living room and the man is instantly transported to a scene of an action film. The ad then cuts to reveal the couple watching the action film on the couch together. 

This latest campaign demonstrates the seamless integration of immersive experiences such as the thrill of live sports, magic of cinematic masterpieces or the engagement of interactive fitness, it said in a statement.

"At Samsung, we believe in innovation that enhances not just the picture quality but the emotional journey of our viewers. The Neo QLED 8K with its AI Upscaling technology is a testament to this belief. It's not just about viewing content; it's about a multisensory experience," said Myung Sook Song, head of marketing, visual display, Samsung Electronics.

"This technology is the next step in making as much emotional impact as possible with our products, and continuing to lead the market in innovation," she added. 

The ad was done in collaboration with creative agency BBH Singapore. 

“In this follow-up to the 'more wow than ever' campaign, we're bringing stories to life and placing viewers at the centre of the action. By removing the boundary between the viewer and the spectacle, we’re encouraging our audience to ‘Upscale Every Moment’ by immersing them in a world where they become participants, not just observers," said Sascha Kuntze, chief creative officer, BBH Singapore. 

AI has been the centre of Samsung's campaigns as of late. Earlier in May this year, Samsung Singapore recently collaborated with telco SingTel to release a heartwarming short film titled 'AI Do'. 

AI Do takes inspiration from Singtel's purpose to empower every generation and the versatile uses of AI to highlight the power of technology to bring people together. 

It follows a Singaporean and Korean couple as they navigate cultural differences in their quest to get married. 

AI Do was directed by Singaporean film director He Shuming. 

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